From .com to .brand

ICANN will soon be accepting applications for the creation of new gTLDs (generic Top-Level Domains), which will allow companies to take ownership of branded domains such as .coke or .ibm, or more generic domains such as .money or .food. The shift from a .com-centric to a .brand-centric domain architecture carries the potential to dramatically alter the online landscape and represents a transformative opportunity for brand. This paper provides an overview of the shift toward gTLDs and looks at the exciting opportunities they provide.